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DEMOGRAPHIC PROFILE OF ADULTS WHO ARE WATCHING
MORE ONLINE VIDEOS THAN THEY DID XX MONTHS AGO

February 2011

XX% are ages XX-XX
XX% are female
XX% have no children at home
XX% have college degrees or more education
XX% are unmarried

SOURCE: YuMe

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Nearly half (XX%) of those who watch online videos watch on a daily basis, according to a YuMe study of U.S. teens and adults ages XX-XX who watch at least once a week.

Two thirds (XX%) say they are watching online video more often now than they did a year ago, and XX% expect to watch even more in 2011.

While the mean time spent watching online videos is about an hour a day (X hours per week), most are watching a series of short videos rather than one or two long ones.

Flexibility is a big part of the appeal of online video: XX% of viewers say they watch because it allows them to watch videos whenever they want to, and XX% like to watch episodes of television programs online that they have missed during the regular broadcast.

Online video viewers are less likely to multitask when they are watching online than when they are watching traditional television. They are also less likely to skip ads during an online video than they are while watching recorded (e.g., DVR'ed) television programs: XX% say they skip ads on online video XX% or more of the time, while XX% say they skip ads on recorded TV XX% or more of the time.

Online video also appears to have moved beyond early adopters and is being embraced by mainstream adults.